The U.S. auto industry relies heavily on international trade to keep vehicle costs competitive for American consumers. That reliance makes it particularly vulnerable when trade policies shift—raising both costs and consumer uncertainty.
In response to recently enacted tariffs, many leading auto brands moved fast—highlighting their American manufacturing roots, longstanding U.S. investments, and in some cases, offering financial relief to offset anticipated costs.
From celebrating American jobs to locking in prices, these five automakers responded to trade policy with purposeful, persuasive storytelling—ads that aimed to reassure and resonate.
See how their video ads landed, according to iSpot’s always-on Creative Assessment platform. Messages that leaned into patriotism, price relief, and brand legacy delivered strong viewer response—with GMC leading the pack in both Likeability and consideration.
Gen Pop Audience Ranking
| Rank | Brand | Ad Title | Single Best Thing Above Norm | Likeability Score Gap to Category Norm | T2 Box Intent Gap to Category Norm | Top Emotion |
| 1 | GMC | Dedication :30 | Brand | +58 | +11 | Green |
| 2 | Toyota | $13.9 Billion Current Investment :30 | Brand, Message | +30 | +5 | Brandtastic |
| 3 | Ford | Committed to America :30 | Brand, Message, Deal | +18 | +7 | Green |
| 4 | Hyundai | The Hyundai Way :30 | Message | +18 | +2 | Upscale |
| 5 | Jeep | American Freedom :30 | Brand | +4 | -2 | Cinematic |
Ranking Shift Among One-Year Auto Intenders
| Rank | Brand | Ad Title | Single Best Thing Above Norm | Likeability Score Gap to Category Norm | T2 Box Intent Gap to Category Norm | Top Emotion |
| 1 | GMC | Dedication :30 | Brand, Visuals, Message | +29 | +7 | Green |
| 2 | Hyundai | The Hyundai Way :30 | Brand, Message | +16 | +5 | Brandtastic |
| 3 | Ford | Committed to America :30 | Brand, Message | +14 | +11 | Brandtastic |
| 4 | Toyota | $13.9 Billion Current Investment :30 | Brand, Message | -5 | +5 | Brandtastic |
| 5 | Jeep | American Freedom :30 | Visuals, Deal/Offer | +33 | -2 | Brandtastic |
Patriotism Persuades for GMC, Jeep
Referencing American achievement as the result of “Dedication,” this thirty-second GMC ad touted the brand’s 100+ year presence in the USA. The spot landed as both highly Relevant (96th percentile) and new (Change in the 95th percentile) but easily outpaced the average non-lux auto ad across all creative metrics.
Resonating with auto intenders both near (within next year) and longer-term, 57% of all viewers were persuaded to consider the brand as a result of the ad—a notable 11-point lift compared to the 46% category benchmark. Viewer comments highlighted the historical visuals that established the brand’s legacy as well as the patriotic messaging as powerful touchpoints.
Jeep evoked the brand’s long-standing association with “American Freedom” in an informative thirty-second spot (Likeability Percentile: 53rd) that introduced its Freedom of Choice pricing program—giving consumers the option to choose between cash incentives or employee pricing. Although the brand positioned itself as America’s most patriotic for over two decades, overall consideration remained at the category norm among both the general population and one-year intenders. However, Likeability saw a notable boost among those closer to a purchase.
Toyota Proves American Investment
Toyota (Likeability Percentile: 83rd) made a bold proclamation linking its status as “America’s best selling retail brand” to its over $39 billion investment in the country. A message of fourteen models being built in the USA with more on the way made this creative stand out while sparking Brandtastic* emotion. An above-norm 51% were persuaded to consider the brand, but this spot was more successful with longer-term auto intenders (purchase or lease more than one year out).
Hyundai, Ford Deliver Price Messaging with Punch
Hyundai took a different approach, emphasizing price stability across its entire lineup and promising no price increases as “affordability matters most.” While the ad (Likeability Percentile: 67th) featured scenes of American manufacturing plants and workers, it was the straightforward message that resonated most with viewers. Overall, consumers rated the creative itself about average for the category, with purchase and visit intent tracking at typical levels.
Sample comments on “The Hyundai Way: Customer Assurance” :30
“The ad was nice, and it meant something – it had real meaning and I really liked it. I like that they seem to care about people.”
Female 50+
“I think this commercial is very-well timed, what with the inflation and increases due to tariffs and all of that. The music and narration have a calming effect, which is important when you’re dealing with an issue like that that can cause so much panic. I liked the saying, “That’s the Hyundai way”, especially because it rhymes.”
Female 21–35
“It is great that they are not going to increase the prices of any of their vehicles, for now at least. I liked seeing multiple vehicles and many actually being driven and seeing both workers and customers.”
Male 36–49
“I appreciate Hyundai holding a line on their MSRP considering all the other car dealers/manufacturers are going to increase their price prices due to the tariffs”
Male 50+
“Typical car commercial. Nothing special. While the msrp MAY be the same dealerships can charge whatever they want and will likely be more expensive. Don’t trust the price will “stay the same.”
Male 36–49
“It really highlights the appreciation they (maybe) have for employees and customers. Hyundai is, in my experience, a really great brand with great customer service and employees.”
Female 21–35
Among the most resonant with near-term intenders, Ford’s thirty-second creative (Likeability Percentile: 66th) stood out by announcing an employee pricing program available to all consumers. The ad also positioned the brand as the nation’s top employer of hourly workers and leading vehicle assembler. 53% in the audience reported stronger consideration of the brand—7 points above the benchmark.
The combination of message clarity, brand perception, and the strength of the offer drove the spot’s success.
Meet the Moment with the Right Message
Whether rooted in national pride or aimed at easing price concerns, the auto ads that responded quickly to tariff uncertainty earned strong approval from American viewers.
These ads weren’t flashy or overpowering in nature; they were clear, relatable, and emotionally attuned. With direct messaging backed by visuals and storytelling that reinforced their claims, these brands built credibility and captured consumer interest through authenticity.
The common thread? Meeting consumers where they are. The most effective creatives reflected real-world concerns and offered reassurance—without leaning too hard into brand-first messaging.
As 2025 unfolds, meaningful connection remains a competitive advantage. Pretesting creative concepts is still one of the smartest ways to maximize impact and steer clear of missteps—especially when clarity or tone can make or break a message. Explore how iSpot’s pre-testing solutions can help you refine your video ad creative and ensure your message lands exactly as intended.
*Indicates one of the 57 emotional reactions iSpot Creative Assessment measures for every video ad.